This thought paper considers product evaluation’s contribution to effective advertising and argues that external evaluation conducted by a competent evaluator can be used as an effective product quality signal to positively influence consumer purchase decisions. When integrated into a promotional message or ad campaign, product evaluation strengthens the message with its high degree of credibility and informational characteristics and contributes to the persuasion power of the advertising.
The operationalization of effective advertising can be different depending on the role one plays within the marketing communications process. For example, an advertiser may define effective advertising in terms of increased sales volume, market share growth, or a positive return on marketing investment. From the target audience’s perspective, effective advertising may be described as informative, interesting, entertaining, or useful among other descriptors. Regardless of the definitional preference, to be persuasive the advertising source must be trustworthy and demonstrate expertise (Chaiken & Maheswaran, 1994; Dean & Biswas, 2001).
With respect to a consumer’s evaluation of goods and services prior to purchase, studies have shown the influence of affect on subsequent product evaluations, particularly when the products are based on hedonic criteria (e.g., Adaval, 2001; Pham, 1998). The influence of the affective reactions serve as an initial impression that the consumer may attempt to use once they receive additional product-related information in an effort to confirm earlier impressions (Yeung & Wyer, 2004). This suggests there is an opportunity for organizations to integrate product evaluation into their marketing communication efforts to reinforce initial positive impressions and correct erroneous initial impressions inappropriately influenced by affect (Dawar & Parker as cited in Dean & Biswas, 2001).
Six Contributions to Improving Advertising Effectiveness
Product evaluation contributes to improving the effectiveness of advertising in a variety of ways. First, product evaluation serves as an advertising cue to influence prepurchase decisions. As noted by Singh, Balasubramanian, and Chakraborty (2000), consumers may not necessarily believe an advertisement’s claims, but retain the claims as tentative hypotheses. Claims made in advertising based on product evaluation properly frame the hypotheses such that when consumers experience a particular brand, they are more likely to confirm their hypotheses. Second, product evaluation provides credibility to the ad message and favorability toward the product and company when presented by an expert endorser. Dean (1999) found that product quality, product uniqueness, and manufacturer esteem of advertisers that used the endorsement “Best Buy” from Consumer Reports magazine were significantly enhanced as compared to ads without the endorsement. It is important to note that the endorser (i.e., evaluator) must be recognized as an expert without perceived bias in order for the influence of third-party evaluations to be seen as credible and positively influence advertising.
In addition to the credibility of the advertiser and the message, product evaluation reduces uncertainty in decision-making and aids with information processing. This is particularly relevant when product evaluation is expanded beyond traditional criteria to consider ethical attributes of the product. Consumers are likely to view ethical considerations as product augmentations (i.e., extra or unsolicited benefits or value) and regard those attributes as added benefits (Crane, 2001). Ethical attributes augment a product offering and increase perceived value in a variety of ways, including (i) design of the product, (ii) inputs or material content, (iii) manufacturing processes, and (iv) disposal of the product. This suggests that product evaluation can highlight ethical attributes throughout the product lifecycle from introduction and growth to maturity and eventually decline.
Product evaluation is also a valuable tool to aid the advertiser with positioning the product in the mind of the buyer. Positioning the product using product evaluation allows for securing a unique place in the prospect’s mind with clear and distinct evidence of “best in class.” It is not necessary to be the best overall, as some buyers are looking for the best in a specific category rather than the “best of the best.” The target-specific offering serves to fills an underserved need in the marketplace and product evaluation supports the differentiated offering by making unobservable factors such as performance, durability, and reliability tangible to the target audience.
Crane (2001) proposes an ethical product matrix that includes four content areas or levels of ethical augmentation including product, marketing, corporation, and country. In the specific case of product evaluation and its contribution to effective advertising, product and marketing level ethical augmentation are most relevant. Although evidence suggests that price and performance criteria will continue to dominate purchase decisions (e.g., Dawar & Parker 1994; Mitchell, 1997), the inclusion of ethical aspects as part of the augmented product is added fuel for product evaluation to enhance and strengthen the arguments supporting the product being advertised.
Conclusions
The significant and growing amounts of money invested in advertising programs provides strong incentive for advertisers to identify methods to maximize the effectiveness of their advertising programs. As outlined in this thought paper, product evaluation can play a viable role in contributing to the effectiveness of advertising. The use of product evaluation to introduce added credibility and believability into the ad message provides many benefits. It helps to shape the consumer’s initial impression, reduces uncertainty and perceived risk in non-branded and branded products, communicates the tangible elements of services, allows for easier and faster information processing, and differentiates the product among competitive offerings. When expanded to include ethical attributes of the product, evaluation provides benefit to the consumer by introducing unsolicited benefits that can be associated with each stage of the product lifecycle. Using product evaluation as part of the integrated marketing communications program not only strengthens the believability of the message, but also serves to position the product and company to compete more effectively in the marketplace. Those manufacturers and service providers that make this connection between product evaluation and advertising have the opportunity to develop a competitive advertising advantage that clearly positions the product and company for success.
Email critical feedback to wes.martz@wmich.edu
References
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